THE ROLE OF TRENDINESS IN STRENGTHENING THE RELATIONSHIP OF SOCIAL MEDIA MARKETING FEATURES WITH BRAND TRUST AND IT’S IMPACT ON PURCHASE DECISION
Keywords:
Social media marketing features, brand trust, trendiness, purchase decisions
Abstract
Some studies have investigated the impact of social media marketing features on purchasing decisions with Brand Trust as the mediation variable. But prior research indicates that brand trust merely acts as a mediator between informativeness and interaction when it comes to purchase decisions. The purpose of this study is to ascertain how Trendiness influences Purchasing Decisions in the skincare business by acting as a moderating variable between four marketing elements and Brand Trust. A self-administered survey with a scale of 1 to 10 is the research method employed. Purposive sampling was used to disseminate the questionnaire to 320 respondents. Structural Equation Modeling (SEM) with AMOS software is the analytical tool utilized. The results show that Interactivity, Informativeness, Entertainment and Perceived Relevance affect Brand Trust, Brand Trust affects Purchase Decisions and Trendiness can strengthen the relationship between Interactivity, Informativeness, Entertainment, and Perceived Relevance to Brand Trust. These results suggest the importance of brands adopting interactive, informative, entertaining, and relevant marketing strategies while staying current with trends to enhance Brand Trust.
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Salem, M. Z. (2018). Effects of perfume packaging on Basque female consumers purchase decision in Spain. Management Decision, 56(8), 1748–1768. https://doi.org/10.1108/MD-04-2017-0363
Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189–214. https://doi.org/10.1080/13527266.2013.871323
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach, (seventh edition). New York: John Wiley & Sons.
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Suliyanto, (2011). Ekonometrika Terapan: Teori dan Aplikasi dengan SPSS. Yogyakarta: Andi Offset
Tsai, W.-H. S., & Men, L. R. (2013). Motivations and Antecedents of Consumer Engagement With Brand Pages on Social Networking Sites. Journal of Interactive Advertising, 13(2), 76–87. https://doi.org/10.1080/15252019.2013.826549
van Noort, G., & van Reijmersdal, E. A. (2019). Branded Apps: Explaining Effects of Brands’ Mobile Phone Applications on Brand Responses. Journal of Interactive Marketing, 45, 16–26. https://doi.org/10.1016/j.intmar.2018.05.003
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Wottrich, V. M., Verlegh, P. W. J., & Smit, E. G. (2017). The role of customization, brand trust, and privacy concerns in advergaming. International Journal of Advertising, 36(1), 60–81. https://doi.org/10.1080/02650487.2016.1186951
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307. https://doi.org/10.1016/j.tele.2017.06.001
Yeon, J., Park, I., & Lee, D. (2019). What creates trust and who gets loyalty in social commerce? Journal of Retailing and Consumer Services, 50, 138–144. https://doi.org/10.1016/j.jretconser.2019.05.009
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Zafar, A. U., Qiu, J., Li, Y., Wang, J., & Shahzad, M. (2021). The impact of social media celebrities’ posts and contextual interactions on impulse buying in social commerce. Computers in Human Behavior, 115. https://doi.org/10.1016/j.chb.2019.106178
Zhu, Y. Q., & Chang, J. H. (2016). The key role of relevance in personalized advertisement: Examining its impact on perceptions of privacy invasion, self-awareness, and continuous use intentions. Computers in Human Behavior, 65, 442–447. https://doi.org/10.1016/j.chb.2016.08.048
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. In Telematics and Informatics (Vol. 34, Issue 7, pp. 1177–1190). Elsevier Ltd. https://doi.org/10.1016/j.tele.2017.05.008
Buzeta, C., De Pelsmacker, P., & Dens, N. (2020). Motivations to Use Different Social Media Types and Their Impact on Consumers’ Online Brand-Related Activities (COBRAs). Journal of Interactive Marketing, 52, 79–98. https://doi.org/10.1016/j.intmar.2020.04.004
Calefato, F., Lanubile, F., & Novielli, N. (2015). The role of social media in affective trust building in customer–supplier relationships. Electronic Commerce Research, 15(4), 453–482. https://doi.org/10.1007/s10660-015-9194-3
Chaudhuri, A., & Holbrook, M. B. (2001). The Role of Brand Loyalty / 81 The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. In Journal of Marketing (Vol. 65).
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. https://doi.org/10.1108/APJML-04-2019-0262
Cheung, M. L., Pires, G., Rosenberger, P. J., Leung, W. K. S., & Chang, M. K. (2021). The role of social media elements in driving co-creation and engagement. Asia Pacific Journal of Marketing and Logistics, 33(10), 1994–2018. https://doi.org/10.1108/APJML-03-2020-0176
Ducoffe, R. H., & Curlo, E. (2000). Advertising value and advertising processing. Journal of Marketing Communications, 6(4), 247–262. https://doi.org/10.1080/135272600750036364
Hair, J. F., Babin, B. J., Anderson, R. E., & Black, W. C. (2019). Multivariate Data Analysis, (eighth edition). New York: Cengage Learning.
Hajli, N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387–404. https://doi.org/10.2501/IJMR-2014-025
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2). https://doi.org/10.1016/j.jjimei.2022.100102
Haudi, Handayani, W., Musnaini, Suyoto, Y. T., Prasetio, T., Pital-Oka, E., Wijoyo, H., Yonata, H., Koho, I. R., & Cahyono, Y. (2022). The effect of social media marketing on brand trust, brand equity and brand loyalty. International Journal of Data and Network Science, 6(3), 961–972. https://doi.org/10.5267/j.ijdns.2022.1.015
Huang, L., Clarke, A., Heldsinger, N., & Tian, W. (2019). The communication role of social media in social marketing: a study of the community sustainability knowledge dissemination on LinkedIn and Twitter. Journal of Marketing Analytics, 7(2), 64–75. https://doi.org/10.1057/s41270-019-00053-8
Huyen, N. T., Ngoc, N. M., & Thao, C. A. (2024). The effect of social media marketing activities dimensions on value co-creation behavior: An application of the commitment-trust theory. Innovative Marketing, 20(3), 56–69. https://doi.org/10.21511/im.20(3).2024.05
Jadil, Y., Rana, N. P., & Dwivedi, Y. K. (2022). Understanding the drivers of online trust and intention to buy on a website: An emerging market perspective. International Journal of Information Management Data Insights, 2(1). https://doi.org/10.1016/j.jjimei.2022.100065
Karimi, S., Papamichail, K. N., & Holland, C. P. (2015). The effect of prior knowledge and decision-making style on the online purchase decision-making process: A typology of consumer shopping behaviour. Decision Support Systems, 77, 137–147. https://doi.org/10.1016/j.dss.2015.06.004
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.10.014
Kotler, Philip., Keller, K. Lane., Tan, C. Tiong., Ang, S. Hoon., & Leong, S. Meng. (2018). Marketing management : an Asian perspective. Pearson Education Limited.
Kurniawan, D. A., Sarwoko, E., & Harianto, E. (2024). YUME : Journal of Management Sosial Media Marketing dan Keputusan Pembelian : Peran Mediasi Brand Awareness. In YUME : Journal of Management (Vol. 7, Issue 2).
Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360–373. https://doi.org/10.1016/j.ijinfomgt.2016.01.001
Leparoux, M., Minier, P., & Anand, A. (2019). The online influencers strategies and their impact on consumers decision process. Vestnik of Saint Petersburg University. Management, 18(3), 419–447. https://doi.org/10.21638/11701/spbu08.2019.305
Liu, H., Jayawardhena, C., Osburg, V. S., Yoganathan, V., & Cartwright, S. (2021). Social sharing of consumption emotion in electronic word of mouth (eWOM): A cross-media perspective. Journal of Business Research, 132, 208–220. https://doi.org/10.1016/j.jbusres.2021.04.030
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334–359. https://doi.org/10.1287/isre.13.3.334.81
Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9–10), 919–925. https://doi.org/10.1016/j.jbusres.2009.05.014
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs. International Journal of Advertising, 30(1), 13–46. https://doi.org/10.2501/ija-30-1-013-046
Mustafi, M. A. A., & Hosain, M. S. (2020). The role of online advertising on purchase intention of smartphones: mediating effects of flow experience and advertising value. Journal of Contemporary Marketing Science, 3(3), 385–410. https://doi.org/10.1108/jcmars-05-2020-0024
Naaman, M., Becker, H., & Gravano, L. (2011). Hip and trendy: Characterizing emerging trends on Twitter. Journal of the American Society for Information Science and Technology, 62(5), 902–918. https://doi.org/10.1002/asi.21489
Salem, M. Z. (2018). Effects of perfume packaging on Basque female consumers purchase decision in Spain. Management Decision, 56(8), 1748–1768. https://doi.org/10.1108/MD-04-2017-0363
Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
Schivinski, B., & Dabrowski, D. (2016). The effect of social media communication on consumer perceptions of brands. Journal of Marketing Communications, 22(2), 189–214. https://doi.org/10.1080/13527266.2013.871323
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach, (seventh edition). New York: John Wiley & Sons.
Solomon, M. R. 2016. Consumer Behavior: Buying, Having, and Being Twelfth Edition. Harlow: Pearson Education Limited
Suliyanto, (2011). Ekonometrika Terapan: Teori dan Aplikasi dengan SPSS. Yogyakarta: Andi Offset
Tsai, W.-H. S., & Men, L. R. (2013). Motivations and Antecedents of Consumer Engagement With Brand Pages on Social Networking Sites. Journal of Interactive Advertising, 13(2), 76–87. https://doi.org/10.1080/15252019.2013.826549
van Noort, G., & van Reijmersdal, E. A. (2019). Branded Apps: Explaining Effects of Brands’ Mobile Phone Applications on Brand Responses. Journal of Interactive Marketing, 45, 16–26. https://doi.org/10.1016/j.intmar.2018.05.003
Van Veldhoven, Z., & Vanthienen, J. (2022). Digital transformation as an interaction-driven perspective between business, society, and technology. Electronic Markets, 32(2), 629–644. https://doi.org/10.1007/s12525-021-00464-5
Wottrich, V. M., Verlegh, P. W. J., & Smit, E. G. (2017). The role of customization, brand trust, and privacy concerns in advergaming. International Journal of Advertising, 36(1), 60–81. https://doi.org/10.1080/02650487.2016.1186951
Yadav, M., & Rahman, Z. (2017). Measuring consumer perception of social media marketing activities in e-commerce industry: Scale development & validation. Telematics and Informatics, 34(7), 1294–1307. https://doi.org/10.1016/j.tele.2017.06.001
Yeon, J., Park, I., & Lee, D. (2019). What creates trust and who gets loyalty in social commerce? Journal of Retailing and Consumer Services, 50, 138–144. https://doi.org/10.1016/j.jretconser.2019.05.009
Yong GOH, K., Suang HENG, C., & Lin, Z. (2012). Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User-and Marketer-Generated Content * Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User-and Marketer-Generated Content.
Zafar, A. U., Qiu, J., Li, Y., Wang, J., & Shahzad, M. (2021). The impact of social media celebrities’ posts and contextual interactions on impulse buying in social commerce. Computers in Human Behavior, 115. https://doi.org/10.1016/j.chb.2019.106178
Zhu, Y. Q., & Chang, J. H. (2016). The key role of relevance in personalized advertisement: Examining its impact on perceptions of privacy invasion, self-awareness, and continuous use intentions. Computers in Human Behavior, 65, 442–447. https://doi.org/10.1016/j.chb.2016.08.048
Published
2024-12-06
How to Cite
Azzahra Nur Aini. (2024). THE ROLE OF TRENDINESS IN STRENGTHENING THE RELATIONSHIP OF SOCIAL MEDIA MARKETING FEATURES WITH BRAND TRUST AND IT’S IMPACT ON PURCHASE DECISION. Assets : Jurnal Ekonomi, Manajemen Dan Akuntansi, 14(2), 197-214. https://doi.org/10.24252/assets.v14i2.51790
Section
Volume 14 Nomor 2, Desember 2024
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